Path to Purchase IQ

The Path to Purchase Institute is a community that welcomes members from retail, brand manufacturing, and solution providing sectors throughout the path to purchase. It operates as a part of EnsembleIQ.

Trade/B2B

English

Online/Digital

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Articles

How Consumers Are Combating Rising Grocery Costs

3 days ago | pathtopurchaseiq.com | Jacqueline Barba

Skip to main content As grocery prices continue to climb in 2025, American consumers are shifting how they shop, cook and plan meals — turning to digital recipes, private-label goods and cheaper proteins to manage their food budgets, according to new research from contextual advertising platform Chicory.
Mood Media Hires David Simon to Lead Advertising, Vibenomics, In-Store Marketplace

4 days ago | pathtopurchaseiq.com | Jacqueline Barba

Skip to main content Most recently, he served as general manager of growth initiatives at Moloco, where he helped media companies use machine learning to drive outcome-based advertising in the streaming and CTV space. Prior to that, Simon was chief revenue officer at Fyber, leading the mobile app monetization platform from $100 million to $500 million in revenue before its acquisition by Digital Turbine.
VML's Tyler Murray to Headline In-Store Marketing Forum With Keynote on Rehumanizing Retail

4 days ago | pathtopurchaseiq.com | Jacqueline Barba

Retail media has transformed the online and in-store landscape — and it's not just about digital screens and QR codes anymore. At the Path to Purchase Institute’s inaugural In-Store Marketing Forum, VML’s Tyler Murray will take the mainstage on day 2 to deliver an opening keynote that urges the industry to rethink the balance between data, creativity and personalization.
Walmart Applying Agentic AI to Optimize In-Store, Marketing Operations

5 days ago | pathtopurchaseiq.com | Jacqueline Barba

Skip to main content “Agents may be less likely to be attracted to images or visuals designed to elicit an emotional response,” Vasudev wrote. “So, while Walmart’s core value proposition — Every Day Low Prices — and the spirit in which we market to customers won’t change, we need to develop new pathways for agent discovery. In addition, Walmart is applying agentic AI in merchandising use cases.
Consumers Value Physical Retail, Tactile Experiences & Digital Detoxes, Study Finds

1 week ago | pathtopurchaseiq.com | Cyndi Loza

Skip to main content Notably, among those surveyed: 81% said digital detoxes should be routine;79% noted that online shopping is efficient but lacks the magic of an in-person find;76% shared physical retail experiences help them connect more deeply with people and brands; and65% pointed to looking forward to receiving catalogs from brands.
Target Chooses Matt Drzewicki to Lead Roundel

1 week ago | pathtopurchaseiq.com | Cyndi Loza

Skip to main content Drzewicki’s appointment reflects the retailer’s continued investment in Roundel as a critical growth engine and a key part of its broader digital and marketing strategy, according to a statement from Target. The retailer said Drzewicki will lead the Roundel team in its goal of doubling the size of its media business over the next five years — a business that currently generates nearly $2 billion of value for Target.
Inside Lipton's First Major Brand Refresh in a Decade

1 week ago | pathtopurchaseiq.com | Jacqueline Barba

Lipton’s strong brand recognition gives it a unique advantage as it refreshes its offerings and introduces new varieties. “Consumers want to combine tried-and-true ingredients they trust with something that makes it different and interesting,” Mason said. “Lipton has trust, and our tea ingredients have a trust, too.”The rebrand also reflects broader organizational changes.
Deadline EXTENDED for 2025 Women of Excellence Nominations

1 week ago | pathtopurchaseiq.com | Jacqueline Barba

Drawing from the overall pool of winners in the five categories above, the P2PI editorial team also will honor one woman with the top honor: Executive of the Year Award. All winners will be recognized at the Institute's flagship event, P2PI LIVE & Expo, Nov. 11-13, during a special Women of Excellence Awards ceremony and cocktail reception. (See scenes from last year’s ceremony here.) Early-bird prices are now available for the conference, which will take place in Schaumburg, Illinois.
Costco Enhances Retail Media Strategy Through New Partnership

1 week ago | pathtopurchaseiq.com | Jacqueline Barba

According to Logan, the collaboration brings a performance-first approach to Costco’s retail media efforts. "[We’re] reaching Costco shoppers across premium digital channels in the most impactful formats to drive incremental sales and deepen member engagement — without compromising Costco’s commitment to quality and value," she said. Logan noted that Inmar's emphasis on "retail-first" planning sets it apart in the space.
Ulta Beauty Sees Growth in UB Media Brand Partners, Pilots CTV, Audio & Luxury Private Marketplace

1 week ago | pathtopurchaseiq.com | Cyndi Loza

For the past few years, Ulta Beauty’s retailer media network (RMN), UB Media, has worked to leverage the retailer's proprietary data to enhance brand partner campaigns through personalized advertising across a variety of channels. "Designed to drive both Ulta Beauty and brand growth, UB Media fuels product discovery among beauty enthusiasts and delivers measurable results for brands," Erin Houg, VP of media, CRM and personalization, Ulta Beauty, told the Path to Purchase Institute.